Artist Empowerment

A few posts ago, I wrote about how an artist needs a core message, a clear answer to the all-important question: Who are you and what do you stand for?

Here are 4 criteria to keep in mind when defining your core brand message:

1) It needs to be (at least somewhat) original.

I’m not suggesting that every artist needs to reinvent the wheel and come up with an earth-shattering concept that defines her, but you should be creative. At the very least, describe what you believe from a slightly different perspective than everybody else’s.

2) It should be authentic.

You must truly believe your core message because if you don’t, people will catch on. There is nothing worse than artists who try too hard to be something they are not.

3) It has to be something that people will care about.

If your brand message is irrelevant, your art becomes irrelevant. When people can relate to your core message, they will become true believers in your brand.

4) The concept should be simple.

“The metaphysics of the universe viewed through the lens of another reality” is too complex, unless your core fan base is comprised of only philosophy professors at Ivy League Schools. Make sure your message is simple and can be articulated in a way that is easy to understand.

Follow these general guidelines and you will be well on your way to crafting a message that people will care about!

I met with an A & R consultant at one of the major labels a week ago and was very inspired by his passion, energy and spirit.

One thing that is important for us to remember as artists is that there are still great people who work for the major labels even though the major label system is failing.

One insight he shared was that it is time for the major labels to go back to developing career artists - which is what made them successful in the first place.

I have heard several other reasons for the collapse of the major label system including:

• Their failure to keep pace with technological improvements
• Their failure to stay in touch with the changing preferences of customers
• Their over-reliance on the “hit”
• Too much overhead

All of these have truth to them and I’m sure there are several more reasons that we could add to the list as well.

No matter what, any kind of success in the music industry will always start with:

• A great song
• Performed by a great artist with a great story to tell
• Produced by a great producer

Then comes:

• Developing the “brand” (live show, look/feel, story, logo, etc.)
• Figuring out how to connect target fans to the “brand”
• Growing your base by cultivating a direct relationship with your fans
• Building an online presence (website, social networking sites, blogs)

If you have all of these elements in place, you have a real shot at success in the music industry because you will have the beginnings of a viable business that promotes your art - that will attract outside investors, labels, managers, etc.

There are so many passionate people who are in the music industry because of their love of music and the A & R consultant I met a week ago proves that point.

As artists, it is our job to do as much as we can on our own so that we can attract the right people, in the right places, at the right time.

As artists, one of the greatest aspects of what we do is to embody a message and communicate that message to others.

That is why the question, “What do you have to say?” is so critical.

Another variation of this question is: “What do you stand for?”

Finding an answer requires self-reflection and deep thought…and this takes a lot of effort.

Most artists are multi-faceted which makes committing to a core message that much more difficult when one has many messages to communicate.

But believe me, finding one main focus will set you apart because that will become what your “brand” becomes associated with and identified by.

You can then think of the groups of people who agree with or relate to what you have to say and build your base by reaching out to them.

At its core, branding is that simple!

In the coming weeks, we will be exploring the deeper aspects of a core message, the heart of a real, vibrant and enduring brand.